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Describing Memes Referencing Vaping: Thematic Analysis.

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Summary
This summary is machine-generated.

Internet memes about vaping are popular among youth and may normalize e-cigarette use. This study analyzed 527 vaping memes, finding themes of in-group communication and critiques of regulations, suggesting a need for monitoring to inform prevention campaigns.

Keywords:
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Area of Science:

  • Digital Health Communication
  • Adolescent Health Behaviors
  • Social Media Analysis

Background:

  • Memes are prevalent in internet culture and rapidly spread on social media, particularly among youth.
  • E-cigarette use has increased, yet research on the intersection of memes and vaping is limited.
  • Memes may contribute to the normalization of vaping and indicate emerging product trends.

Purpose of the Study:

  • To content analyze vaping-related memes to identify key themes, characters, and depicted vape products.
  • To understand the role of memes in the online e-cigarette information landscape.
  • To assess the potential impact of memes on vaping normalization among young people.

Main Methods:

  • A dataset of 527 vaping-related memes was collected from a dedicated subreddit.
  • An inductive approach was used by the research team to identify 14 distinct themes.
  • Memes were electronically copied and analyzed for content, including themes, characters, and product references.

Main Results:

  • The most predominant theme was 'In-group communication' (38.33%), followed by 'Critique of vaping regulations and public perceptions' (14.42%).
  • Commonly depicted content included 'Cartoons' (23.53%), 'Celebrities' (14.23%), and 'Fictional characters' (10.06%).
  • References to 'Tanks or mods' (22.77%), 'Component parts' (18.22%), and 'E-liquids/Nicotine salts' (15.37%) were frequent.

Conclusions:

  • Vaping memes frequently feature 'in-group communication' and youth-friendly 'cartoons', raising concerns about normalizing vaping behaviors.
  • Continuous monitoring of vaping memes is recommended to identify trends and inform public health interventions.
  • Further research should investigate the impact of memes on adolescent and young adult attitudes and behaviors toward vaping.